Posted in Cool Tool

Monday Morning Cool Tool: Qzzr

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I love learning about new tools to make social media marketing more creative and effective, so I’ve decided to share some recommended tools with you at the start of each week. This week’s cool tool recommendation is Qzzr a tool to create engaging quizzes, polls, and lists to drive social traffic.

The basic plan is €24.99 per month, but you can try it for free to see if it’s right for your marketing.  if you are looking for a more advanced interactive marketing solution, check out Ceros for quality, interactive e-books, infographics, microsites, and more.

 

 

Posted in Cool Tool

Monday Morning Cool Tool: Text Readability Consensus Calculator

I love learning about new tools to make social media marketing more creative and effective, so I’ve decided to share some of my favourite tools with you at the start of each week.

This week’s cool tool recommendation is the Text Readability Consensus Calculator. It takes a sample of your writing and calculates the number of sentences, words, syllables, and characters. It then takes the output of these numbers and plugs them into 7 popular readability formulas to help you find out the reading level and grade level of your materials and help you to determine if your audience can read what you have written.

Here’s what happened when I plugged the above paragraph into the tool.

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And the result

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So I come out with a difficult to read score – ironic given that I took much of the text from the description of the tool pasted on the website! That aside, it’s a good reminder to us to write more clear, accessible, and understandable copy when we write for a general audience.

Posted in #HCSM

A Three-Stage Approach to Handling a Healthcare Social Media Crisis

Knowing how to maintain an online reputation is an essential component of healthcare marketing. In this blog post, I will show you how to put an effective crisis response strategy in place for your healthcare brand.

Having an online presence has so many advantages when it comes to healthcare marketing, but it also comes with some risks. With the click of a mouse, patients can share their experiences online – good and bad – and their comments travel at lightening-speed through their social network. A social media crisis can escalate rapidly and you must be ready to step in and remedy the situation without delay. The only way to do this is to have a crisis plan already in place.

Crisis management involves dealing with threats before, during, and after they have occurred. Let’s look at these three stages in more detail.

 

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Image: HCSMMonitor

Stage 1 Preparation

Proactively prepare by developing a crisis response plan. The following elements are involved.

#1 Crisis Definition

First, define what constitutes a crisis. Three elements are common to a crisis (a) a threat to the organization, (b) the element of surprise, and (c) a short decision time.

A crisis can fall into several categories including:

(a) Technological (eg; your website has been hacked);

(b) Confrontation (disgruntled employee, client, or patient attacks you online);

(c) Rumours (eg; spreading false information about you, your product or service online);

(d) Malevolence (eg; In 1982, a murderer added cyanide to some Tylenol capsules on store shelves, killing seven people).

#2 Monitor Online Chatter

An effective social media strategy requires active listening to the online chatter about your healthcare organization. Should a crisis occur, listening to the conversation will help you shape a more insightful and effective response. Responding in real time to issues strengthens public perception that your focus is firmly on patient satisfaction. In addition, use monitoring to find the healthcare conversations you can add value to. Investing in community building online now will pay dividends in the form of support should a crisis hit you.

There are many free and paid monitoring tools available to you. These tools vary in scope and range across a number of sites, real-time or delayed searching, the sophistication of analytics, the flexibility of data presentation, integration with other applications, and of course, price. When it comes to reputation management, choose a tool that does more than just track mentions of your name. You need to be able to evaluate the sentiment (the ratio of mentions that are positive to those that are negative) attached to the mentions. Social Mention is a free monitoring tool which includes sentiment. Tweets that include words like “not working,” “fail” or “poor experience” should be resolved immediately.

#3 Create a Written Plan

Your written plan should include the following:

  • Clear guidelines on how to respond to each of the different situations outlined above in #1.
  • Links to your terms of service.
  • Who should respond – establish a clear chain of command and list contact information.
  • Make sure every member of your team knows this plan is in place, how to access it, and how to put the plan into action.

Stage 2:  Action

Now’s the time to put your carefully crafted crisis plan into place. The following are key considerations:

  • Determine the exact nature of the crisis. How and where did it originate? How is it affecting your patients or clients?
  • Go to the source. Find where the complaint originated and with whom. Determine their sphere of influence. If a blogger has published something that is untrue or misrepresentative of you, ask them to remove, amend, or modify the piece if this is appropriate.
  • Be respectful, polite and engaged. Never get into a public argument or talk down to anyone.
  • Be as transparent as possible as quickly as possible. Acknowledge that you are aware of the situation and that you are dealing with it straight away.
  • Respond swiftly and appropriately. Every moment counts on social media. The longer you wait, the more the conversation will heat up. Twitter, in particular, is a place where people expect a quick response no matter what time of day.
  • Don’t  lie or try to hide the truth; admit when the fault is yours.
  • Use the same channel you were criticized on to respond.
  • Don’t censor or remove the critical comments that appear on your social media platforms. Tempting as this may appear, it will only fan the flames of the social media fire.
  • Channel communication to your own website. Develop an area on your website or blog that houses the information about the crisis and what your organization is doing about it.
  • Communicate your story. A story gets out of control when you haven’t told your side and people begin to speculate. While you can’t control the story, you can provide the facts, information, and access to key people that allow journalists and bloggers to help you frame it in the right way.

Stage 3: Review

When the crisis has passed, go over what happened. Ask yourself the following questions:

  • How well did you handle the situation?
  • Did it escalate to a bigger problem than it was?
  • What could you have done differently?
  • Prepare to deliver on your word. Make changes based on feedback if those changes are warranted and if you have promised to put them in place.

If handled well a crisis may even turn out to be an opportunity to show your commitment to your patients and consumers. Remember the Tylenol example above? Johnson & Johnson recalled and destroyed 31 million capsules at a cost of $100 million. The CEO appeared in television ads and at news conferences informing consumers of the company’s actions. Tamper-resistant packaging was quickly introduced, and Tylenol sales bounced back to near pre-crisis levels.

While you can’t control everything that happens on social media, you can control your response. The best way to handle a crisis is to have your response plan in place. If you haven’t already made one, then do it today.

Related Reading

Posted in Cool Tool

Monday Morning Cool Tool: Piktochart

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I  love learning about new tools to make social media marketing more creative and effective, so I’ve decided to share some of my favourite tools with you at the start of each week. This week’s cool tool recommendation is Piktochart . 

Infographics are great for getting your content shared but many people are put off by the thought that you have to hire a graphic designer to create them. The good news is you don’t have to be a designer nor spend a lot of money to create them. Use a tool such as Piktochart to create engaging infographics. Choose a template and then customize it with text, fonts, and colors. Try it for yourself at https://piktochart.com

Posted in Cool Tool

Monday Morning Cool Tool: Recite

I love learning about new tools to make social media marketing more creative and effective, so I’ve decided to share some of my favourite tools with you at the start of each week. This week’s cool tool recommendation is Recite, a tool to create quote images.  Quote images are one of the most popular types of content on social media and Recite is a really simple tool to try.

You simply enter your quote into the editor on the homepage, and then select a layout from a gallery of templates.

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Try it for yourself at http://www.recitethis.com

Posted in Cool Tool, Visual Marketing

Monday Morning Cool Tool: Tagul

I love learning about new tools to make social media marketing more creative and effective, so I’ve decided to share some of my favourite tools with you at the start of each week. This week’s cool tool recommendation is Tagul a tool for creating beautiful graphics out of word clouds or tag clouds.

How to use it: 

  1. Visit tagul.com and click “Create Now”
  2. Click “Import words” and either copy and paste text from, add your own, or enter a URL to generate a word cloud.
  3. Now for my favorite bit. Choose from dozens of shapes, fonts, layout; then hit “Visualize” to see your word cloud.

Here’s a quick visual I created using social media marketing related words.

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Visit tagul.com  and get creating your own visuals. 

Posted in Cool Tool, Infographics, Visual Marketing

Monday Morning Cool Tool: TouchRetouch

I love learning about new tools to make social media marketing more creative and effective, so I’ve decided to share some of my favourite tools with you at the start of each week. This week’s cool tool recommendation is photo editing app TouchRetouch.

The app is designed to deal with unwanted content in photos, wanting having to resort to Photoshop.  It allows you to remove small items from your photos by drawing over them with your finger. Repair minor imperfections on your face, some small spots from dust on your camera sensor, or other point-like spots by just tapping on them.

TouchRetouch is available for $1.99 for iOS and Android

Posted in Cool Tool, Visual Marketing

Monday Morning Cool Tool: Easil

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I love learning about new tools to make social media marketing more creative and effective, so I’ve decided to share some of my favourite tools with you at the start of each week. This week’s cool tool recommendation is graphic design tool Easil.

Easil is a simple, browser-based system with pre-made templates that you can adapt in seconds with simple drag-and-drop tools.  The website also hosts a blog with super helpful design tips.

Try it today and let me know what you think!

 

Posted in Cool Tool, Infographics, Visual Marketing

Monday Morning Cool Tool: IM Free

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I love learning about new tools to make social media marketing more creative and effective, so I’ve decided to share some of my favourite tools with you at the start of each week. This week’s cool tool recommendation is royalty free stock image resource IM Free.

IM Free is a “curated collection of free web design resources, all for commercial use.” The royalty-free stock photos are organized by themes such as inspiration, recreation, and ambient. On the site you’ll also find free templates, icons, button makers, and more.

Check it out at http://imcreator.com/free